Coca-Cola serves up gay-friendly ad for all genders, generations

FILE PHOTO: Coca-cola soda is shown on display during a preview of a new Walmart Super Center prior to its opening in Compton, California,
FILE PHOTO: Coca-cola soda is shown on display during a preview of a new Walmart Super Center prior to its opening in Compton, California, U.S., January 10, 2017. REUTERS/Mike Blake/File Photo

March 6, 2017

NEW YORK (Reuters) – Soft drinks maker Coca-Cola Co has launched a gay-friendly ad featuring a brother and sister vying for the attention of a handsome pool boy in the campaign that has won praise for diversity and inclusion.

“Sibling rivalry never looked more inclusive,” Out Magazine said of the commercial that debuted last week. Marketing Week also approved.

While gay-themed movies and television shows are commonplace, advertising has been slower to embrace same-sex couples, especially among marquee brands.

The ad, part of the company’s global “Taste the Feeling” campaign, features a teenage girl ogling the pool boy from a downstairs window while her brother does the same from upstairs.

The duo race to the refrigerator and try to trip each other in a bid to be the first to give the open-shirted worker an ice-cold Coke as the Italian song “Come Prima” plays in the background.

Despite the siblings’ efforts, by the time they reached the pool guy their mother had already given him a Coke.

The ad has no dialogue and is one of four in the company’s new global campaign.

“It’s a human story where Coca-Cola plays a key role in the development of the drama,” said Ali Brubaker, senior manager of global brand PR for the company.

“We are managing culturally relevant messages organically within our spots not as the main subject of the story but as sub-text.”

(Reporting by Patricia Reaney; Editing by Lisa Shumaker)

  • Eric

    FRIGGIN DISGUSTING. These products are now boycotted in my house and company.

  • Kate

    It’s about time 💛💜💚💙

  • Tim Lass

    Another boycott is in order. But if you boycott Coke, you should boycott all their products. Which are… anything with “Coke” or Coca-Cola in the name, plus Sprite, Fanta, Dasani, Minute Maid, Ciel, Power Ade Simply Orange, Fresca, Glaceau Vitamin water and SmartWater, del Valle, Mello Yello, Fuze & Fuze Tea, Honest Tea, Odwalla, and PowerAde Zero.

  • Shane Norkus

    don’t drink or eat Coca Cola or Pepsi products, so this doesn’t affect me much. their bottom lines will let them know they made a mistake, just like Starbucks stock with their anti-gun crusade.

  • Bill Jr

    Is The New “Gay” Coke Can Shaped Like A Penis?

  • Warpaint

    I haven’t bought since Taxitall Duvall Patrick left coke to become Gov of Ma. Any company that would hire that moron I will not buy from. RC cola for me!

  • dogeatdog

    Fundamentalist Christians boycotting Coke is pretty funny. Pepsi is terrible.

    The LGBT community should adopt the Confederate flag as their official flag so fundamentalists will boycott it.

  • i❤Apple

    Been wanting to quit drinking coke! Now’s a good time to give it up and do the “Pepsi challenge”!

    • Eric

      Please google Pepsi and Muslims. you wont be drinking either one..

  • Herbert Robinson

    The first time Coca-Cola ran an ad with foreigners singing America the Beautiful, shoveling “Globalism” as a desirable outcome, was the last time I drank Coke. They repeated their Globalist propaganda this last Superbowl. Now they are pushing against the moral underpinnings of American culture conflating tolerance (which the majority supports) with an absolute permission anything goes meme. I’ve changed to tea and Pepsi. Coca-Cola’s management will serve as an example of how to destroy a company’s reputation.

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  • Chris m

    I thought both pepsi and Coca Cola kind of own Dr Pepper, depending on where in the world you are?

  • Bamf

    Hooray! Now people of all sexualities can get fat on on Coke!

  • JR

    Gave up Pepsi products because of their anti-US, Obama-loving CEO. Now I’m going to give up Coke products too. Thank goodness Dr. Pepper/Snapple/7-up is still there, but I’m going to make an effort to just drink more water–healthier and cheaper. Coke has been on a leftward tilt for several years–Probably a Buffett influence. Hope their stock drops to single digirts.

  • Jim Berkes

    All I can day is, BOYCOTT!!!

  • All American

    I love Pepsi and hope that Pepsi stays Pepsi!
    No need to play the PC game as thier sales & product are superb🇺🇸
    I do use coke to clean the acid off my truck battery though👍🏻

    • Eric

      All American….. Pepsi is ran by Muslims mostly. check it out.

  • eladtoor

    That’s really polite and friendly. Just be careful who’s coke bottle you suck from.

  • A0

    Don’t do this coke!!! I guess it’s back to ice tea for me.

    • Shane Norkus

      Rush Limbaugh’s brand – Two If By Tea – is really good.

  • tpandk

    This should make pepsi’s stock jump. I loved coke. But will give it up.

    • Shane Norkus

      remember, Pepsi was OK with child-molestation with their endorsement of Michael Jackson? their stock prices and bottom-line suffered, too.

      when Martina Navratilova finally left the closet, she lost most of her endorsements. but, when Magic Johnson said he contracted HIV/AIDS from prostitutes and homosexual liasons while on the road, his stock never suffered. go figure? what people didn’t realize at the time is that he, Isiah Thomas and Joe Dumars were a threesome on the down-low.

    • Eric

      Pepsi is ran by mostly muslim’s…. both should be boycotted and drink another product.

  • David Bagdasarian

    I, personally, will NEVER BUY ANOTHER COKE PRODUCT AS LONG AS I LIVE!

  • john smith

    I’m switching to pepsi.

    • All American

      It is much better believe me…

      • SBowes

        The problem is Pepsi’s corporate honchos are a bunch of bolsheviks also.

        • JR

          Check out a few of the things that anti-US Pepsi CEO has said. I won’t even buy any Lay’s potato chip products, let alone Pepsi, because of her. When will these CEOs learn to shut up and run their companies, and leave politics and social crusades out of it.

    • Eric

      Dont switch, find another product. Remember Pepsi is ran by a handful of muslims.